“There will be hundreds of different rateplans targeted at specific cohorts. Therewill also be opportunities to create newconsumer and brand experiences that in-clude unlimited bandwidth or free band-width offers.”Palmer predicts the restoration ofthis version of “internet freedom” willchange the media distribution landscapedramatically. “It will be the perfect placefor new creative ad units and offers,” hesays. “Think about how your brand canbe positioned as a trusted, needed contentcompanion. It’s an unintended conse-quence, but the FCC is about to give alot of smart marketers an opportunity toshine.”Palmer says he sees net neutrality asbeing about paying for infrastructure “thatneeds to double its capacity every 30months to carry voice and data — some-one has to pay for it.”Palmer adds that net neutrality is moreof a business-to-business issue than any-thing else. “Consumers will have to dealwith numerous offers and pricing — theyalready do,” he says. “If it really gets outof hand, the people will force Congress toget involved.”And without Congress passing a lawon net neutrality, Palmer says the FCCwill continue changing its position andrules as each administration appoints apartisan chairperson. “An act of Congressis required. When will it happen? Yourguess is as good as mine,” he says.

To Palmer, all of the “This is the endof the internet” hyperbole is just that.“The internet isn’t ending. A few bigbusinesses are going to fight over who getsto charge who for what. Consumers willsee their pricing fluctuate as the marketPalmer believes the question peopleshould ask is this: “What scares you more:market-driven corporate greed or big gov-ernment?” He says some think that self-regulated corporations are not going to doright by the American people.

“This may be true, but corporationsalso have boards and shareholders thatwant returns — so competition and themarketplace are very good governors,”Palmer says. “Some people think thatgovernment should regulate the internetbecause the public needs to use it foreverything. This idea is harder to justifysince the infrastructure was built by peo-ple willing to risk capital because theybelieved there would be a return on theirinvestments. Both sides are argued pas-He adds, “Everyone should decidewhat they think is best and let theirelected officials know. America is a con-stitutional republic. We elect our leadersand they make our decisions for us. Un-less you tell them how you want to berepresented, you don’t get to weigh in onthis fight.”